| E-Commerce Provider or Website Provider? |
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| Written by Mike Lane |
| Monday, 25 January 2010 16:23 |
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It’s time to focus on what is going to support a successful internet solution
By now, we all know how important it is to have an internet presence, but if you’ve done your homework, you know that there’s a big difference between simply having a website and building a comprehensive internet strategy. A website is just what it sounds like, which is basically nothing more than interactive brochure that displays your inventory. Effective yes, but it doesn’t even begin to tap into the marketing potential of the internet. With a comprehensive internet strategy you get a highly scalable website that you can alter on the fly, internet marketing campaigns and search engine optimization capabilities, and ecommerce solutions.
How do you know which one of these your internet marketing provider is going to build for you? It all starts with size. There are a lot of smaller niche players out there who offer some of the components described above. Unless you’re working with a provider with vast experience in the marketplace and a highly developed set of capabilities, however, you’re probably not getting everything you need. Here are a few things to look for.
Technology—cutting edge or cut rate?
The companies who have been around the longest have also had the longest time to develop a culture of technological innovation. And in a business like this that changes every six months, having a track record as an innovator is something that you as a customer can’t put a price on, especially when it comes to keeping up with the pace of change. After all, when there are new technologies out there, who do you want implementing them on your behalf, a company that has never broken any new ground or one that has pioneered countless new capabilities? If you’re working with a leader, chances are good that you’re going to be perceived as one too.
Full service or lip service?
Once you take your dealership online, the concept of “open” and “closed” goes out the window. In cyberspace you’re always open, and you’d better be ready. So if there’s ever even the slightest hiccup with any part of your internet platform, it’s vital that your vendor has the support infrastructure to make it right, and that support must be available 24/7. It just stands to reason that a larger company is going to have much more of that infrastructure in place than a small one.
A good reputation goes a long way.
With so many small providers sprouting up around the industry, it’s hard to know just who the reliable players are. Fortunately, in the case of a company that’s been around for a while, you’re going to know more about them by virtue of their reputation. Smaller, less established companies may not have had time to build up a track record, which means you never know quite what you’re going to get from them. What you want to look for is a larger company that brings a comprehensive toolset to the table, as well as a reputation for innovation and getting things done right the first time.
If you follow those three basic ground rules, you’re going to find that your internet strategy will be far more successful.
Mike Lane is the chief operations officer for dealer.com. For more information visit www.dealer.com.
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